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Presentation by Claudia Sagripanti to Mobile Monday Sydney in April on mobile coupons. Incorporates overview of proposed mobile coupons trial. Problems with current barcode scanning technology
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Mobile coupons – what do advertisers want?
MoMoSydney – April 2010
Agenda
• The opportunity – why now?• Mobile coupons trial outline• Issues to consider
The opportunity – why now?
The age of mobile coupons is dawning...
People are open to mobile based offers…
Base: All respondents – mobile media users Source: Exposure2, Orange Home UK plc, March 2009
local informat
ion32%
coupons59%
SMSsales alerts32%
local info32%
SMSpush to web site
28%
SMSpush to web site
28%
SMS ad16%
Webdisplay ads
13%
sponsor games37%
sponsoredweb pages
21%
sponsoredscreen savers27%
ads for tickets /
reservations25%
sponsored videos22%
videoMMS ad
15%
pictureMMS ad
17%
Clear opportunity for coupons and sales alerts
• Mobile coupons for retail – over 165 companies using regularly in the US
• 1/3 of users signed up to mobile coupons have never used paper coupons (Source: mobile coupon aggregator Cellfire)
• Redemption rates from 5 to 6 % to 15 % (Source: Cellfire 2009 – Safeway and Kroger supermarkets)
• 5 to 8 times higher response than print media in Australian retail pilots (Source: Mercury Mobile Marketing)
Overseas experience to date
Mobile coupons trial overview
Introducing mobile coupons
A mobile coupon is a:• SMS offering discounts and
promotions• Uniquely coded offer requiring
validation at point of sale • Coupon tied to loyalty programAND• Permission based - requested by
consumers as part of a sales promotion (pull-based) or delivered to consumers via an opt-in database
Trial business objectives
The overall objectives of this study are to:
• Show how mobile can drive consumers in store• Drive consideration to purchase• (Optional) Evaluate the impact mobile couponing has on brand
perceptions and key brand metrics and to understand whether couponing changes brand perceptions amongst redeemers & non-redeemers
Activation1. Customer sees ad and offer bya) Offlineb) Database/loyaltyc) Onlined) Mobile
Delivery3.Receives offer by SMS, MMS or WAP push – as either unique code or Barcode/2d data matrix
Redemption4. Customer in store:• barcode on mobile scanned at POS, or • scans mobile on stand alone terminal and prints out paper EAN barcode, or• unique ID entered manually at POSValidation in real time
2 a) Coupon dynamically generated by host
2 b) Unique numbers uploaded to POS
OR
6. Campaign report
7. Compare/reconcile – apply discounts
Retailer System
5. Voucher validated
on host
Mobile coupons customer journey
• Audit/verify• Prefer POS integration therefore require scan• Major grocery retailers have in-counter laser
scanners• For mobile a linear imaging scanner is required
Issues to consider
Thank you
Claudia SagripantiDirector, VentureOne0414 520 [email protected]